The event, while heartwarming, didn’t randomly go viral all on its own (few things do), though it may have seemed like it to anyone watching as #SFBatKid showed up every five seconds in their Twitter streams. Rather, it was a carefully crafted campaign from Clever Girls Collective, a content and social media agency that normally works with clients like Toyota, Dunkin’ Donuts, and Samsung. “We’ve been around for about four years as an under-the-radar social media company. Having an opportunity like Batkid was incredible for us. It showcased what we do every single day,” says Stefania Pomponi, the California company’s co-founder.